Advertising management system and method with dynamic pricing

ABSTRACT

Method and system for enabling advertisers to deliver advertisements to consumers in which a plurality of tiers of available advertisements are defined, each tier containing a number of advertisements, a price for allocation of an advertisement in each tier is set wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and advertisements are allocated to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of the filing date of U.S. Provisional Patent Application Ser. No. 60/906,366 filed Mar. 12, 2007 and United Kingdom Application No. GB0712280.7 filed Jun. 22, 2007, the disclosures of which are incorporated herein in their entireties.

FIELD OF INVENTION

The present invention relates generally to a system and method for managing delivery of advertisements to consumers and more particularly to a system and method for managing delivery of various types of advertisements to consumers' telecommunications devices.

BACKGROUND OF THE INVENTION

Currently, it is possible for consumers to receive mobile telecommunications services at below market prices in exchange for receiving and interacting with advertisements directed to the consumers' mobile telecommunications devices. Even more so, there are business models and operators in the global market offering such mobile telecommunications services free of charge when a consumer elects to receive and possibly interact with paid advertisements. This is often referred to as mobile marketing.

Mobile marketing is considered by advertisers as the next new channel to directly reach consumers since it utilizes core assets and characteristics of the mobile media. Specifically, it is personal in that it is directed solely to individual consumers, it is “always on”, can reach the consumers whenever they access their communications devices and wherever they are, and it is mobile. Moreover, mobile marketing often results in the formation of groups of people who communicate actively with each other. It is now envisioned that these characteristics combined with social network-based approaches of the Internet could form a very powerful base to execute marketing and advertising strategies.

In a typical mobile marketing or advertising arrangement, there is a set of consumers with certain profiles. These are target consumers for the advertisements, forming a target audience or target profile group. In a typical business arrangement, an advertiser selects the target audience to which the advertisement is to be delivered using a web-based tool or interface (with preferred profiles). The mobile marketing messages or advertisements are delivered to consumers in the target profile group using one or more mobile communication networks.

SUMMARY OF THE INVENTION

A first embodiment of a method for delivering advertisements, for example to consumers, in accordance with the invention includes defining a plurality of tiers of available advertisements, each tier containing a number of advertisements, setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.

The consumers can be segmented or partitioned into a plurality of target profile groups with a set of tiers being defined for each of the target profile groups. The prices for allocation of advertisements in the tiers for each target profile group are ideally set independent of one another. The prices may be set according to supply and demand of advertisements for each target profile group.

Formation of the tiers and number of allocated advertisements for each tier may be obtained by first determining the total number of available advertisements, possibly in consideration of the number of advertisements permitted to be delivered to each consumer in a given period of time, the total number of consumers and a predetermined time period. Then, a percentage of advertisement inventory is assigned to each tier, and the number of advertisements in each tier is obtained by multiplying the percentage by the total amount of available advertisements.

In one embodiment, the allocation of advertisements to advertisers is enabled via an interface available to the advertisers. The interface enables each advertiser to, among other things, enter one or more advertisements to be delivered to the consumers' telecommunications devices, select the manner of delivery, select a target profile group of consumers to receive advertisements, select one or more parameters relating to the time of delivery of advertisements, and determine whether the advertiser wants to conduct their advertising campaign based on delivery of a set number of advertisements or a total amount of money, i.e., a budget-based advertising campaign. When an advertiser elects to perform an advertising campaign based on delivery of a set number of advertisements, each advertiser is allocated available advertisements from a lowest one of the tiers having unallocated advertisements, and then the cost of the advertisements is provided to the advertiser. When an advertiser elects to perform a budget-based advertising campaign, each advertiser is allocated available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then the number of allocated advertisements is provided to the advertiser.

A method for delivering advertisements to consumers in accordance with an exemplary embodiment of the invention includes determining a total number of available advertisements for a set period of time that can be delivered to the consumers' telecommunications devices, defining a plurality of tiers of available advertisements, each tier containing a portion of the total number of advertisements, setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, enabling advertisers to obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers, and managing the reception of advertisements from the advertisers and the delivery of the received advertisements to the consumers' telecommunications devices in accordance with the allocations of the advertisers. The variations of the method described above can be applied to this method as well.

One exemplary embodiment of a system for enabling advertisers to deliver advertisements to consumers in accordance with the invention includes an advertising management system having a defined plurality of tiers of available advertisements, each containing a number of advertisements, and a set price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and an interface to the advertising management system accessible by advertisers to enable the advertisers to input advertisements to the advertising management system and obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.

In one embodiment, infrastructure is coupled to the advertising management system to enable delivery of advertisements from the advertisers entered via the interface in accordance with the allocation of such advertisements. The infrastructure may be capable of delivering the advertisements to the consumers' telecommunications devices.

In one embodiment, the consumers are partitioned into a plurality of target profile groups and a set of a plurality of tiers is defined for each target profile group. The set prices for the allocation of advertisements in the tiers for each target profile group are independent of one another and may be performed according to supply and demand of advertisements for each target profile group.

The advertising management system may be arranged to determine the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each consumer in a given period of time, the total number of consumers and a predetermined time period for the advertising campaign. A percentage of advertisement inventory is thereby assigned to each tier by an operator of the advertising management system, with the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.

The interface may be a user-friendly interface designed to enable each advertiser to create their own advertising campaign. The interface enables the advertisers to, among other things, select a target profile group of consumers to receive advertisements, select one or more parameters relating to the time of delivery of advertisements, and perform either an advertising campaign based on a total amount of money to be spent or on delivery of a desired number of advertisements. When an advertiser elects to perform an advertising campaign based on delivery of a desired number of advertisements, the advertising management system is arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then provide the cost of the advertisements to the advertiser via the interface. On the other hand, when an advertiser elects to perform an advertising campaign based on a total amount of money to be spent, the advertising management system is arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then provide the number of allocated advertisements to the advertiser via the interface.

Another exemplary embodiment of a system for delivering advertisements in accordance with the invention includes means for defining a plurality of tiers of available advertisements, each tier containing a number of advertisements, means for setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and means for allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers. Additional features of this system are described above in connection with the description of methods and other systems in accordance with the invention. An exemplary system for enabling advertisers to create advertising campaigns in accordance with the invention includes advertising management means for managing a plurality of advertising campaigns, the advertising management means including a plurality of tiers of available advertisements, each containing a number of advertisements, and a set price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and interface means for enabling advertisers to access the advertising management means and input advertisements thereto and obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers. Additional features of this system are described above in connection with the description of methods and other systems in accordance with the invention.

An exemplary user interface for an advertising management system which enables advertisers to create advertising campaigns in accordance with the invention includes means for enabling the advertisers to input advertisements, means for enabling the advertisers to select a target profile group of consumers to receive advertisements, means for enabling the advertisers to select one or more parameters relating to the time of delivery of advertisements, and means for enabling the advertisers to create an advertising campaign based on a total amount of money or on delivery of a desired number of advertisements. Additional features of this user interface are described above in connection with the description of methods and systems in accordance with the invention.

An exemplary computer readable media for organizing delivery of advertisements in accordance with the invention is capable of defining a plurality of tiers of available advertisements, each tier containing a number of advertisements, setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers. This computer readable media is also capable of performing other functions as described in connection with the description of methods and systems in accordance with the invention.

An exemplary database for use in an advertising delivery system in accordance with the invention includes advertisements obtained from advertisers, scheduling information relating to when the advertisers want their advertisements delivered, profile information relating to target profile groups to whom the advertisers want their advertisements delivered, and pricing information relating to prices paid for delivering of advertisements. The database can also include other information, such as used in any of the methods and systems described above, for example, delivery information relating to the manner in which the advertisements are to be delivered.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention, together with further objects and advantages thereof, may best be understood by reference to the following description taken in conjunction with the accompanying drawings, wherein like reference numerals identify like elements, and wherein:

FIG. 1 is a schematic of an exemplifying architecture of an advertisement management system in accordance with the invention.

FIG. 2 shows an example of screen shots of an Internet interface which can be used to define a advertising campaign in accordance with the invention.

FIG. 3 shows examples of screen shots for three different advertising campaigns in accordance with the invention.

FIG. 4 shows an example of a screen shot of a budget-based advertising campaign using the advertisement management system and method in accordance with the invention.

DETAILED DESCRIPTION OF THE INVENTION

Referring to the accompanying drawings wherein the same reference numerals refer to the same or similar elements, FIG. 1 shows an architecture of an exemplary embodiment of a mobile marketing system in accordance with the invention which is designated generally as 10. The system 10 includes one or more advertisers 12, defined to include any and all entities or individuals that want to advertise products or services to customers participating in the mobile marketing arrangement, and an advertisement management system 14 that is operated by, for example, an advertising delivery company. Typically, the operator of the advertisement management system 14 is a company in the business of delivering advertisements from several advertisers, i.e., it is the intermediary between advertisers and the operators of the advertisement distribution channels. Operation of the advertisement management system 14 is typically managed over an Internet-interface.

The management system 14 may include tools for an advertiser 12 to define parameters of their advertisement campaign, i.e., to enable them to tailor the advertisement campaign to their specific desires. Parameters which can be defined include the target audience and the demographics thereof, the cost per advertisement, the type of advertisement, the total amount of money to be spent on the advertising campaign, the total number of advertisements to be delivered during an advertising campaign, the sociological background of the target audience, age, sex, target phone type, income level etc. In addition to determining the parameters, each advertiser 12 typically provides one or more actual advertisements in any available form such as html-documents, links, text, pictures, audio, video, television content, videos, HTML, xHTML, WAP pages, web pages, etc., or any digital content compatible for reception and display by the target consumers' mobile communication device or terminal 16A, 16B.

In a typical cellular infrastructure 18, such as GSM, WCDMA and CDMA, there are several methods for delivering content to consumers with mobile terminals 16A, 16B. The methods can include, but are not limited to, short message service (SMS) delivered via SMSC 20 (Short message service center), multimedia message service (MMS) delivered via MMSC 22 (MMS center), instant messaging (IM), electronic mail, wireless application protocol gateway (WAP GW), and Internet access point (Internet AP). In addition, advertisements can be delivered over local area networks such as a Wireless Local Area Network (WLAN), BlueTooth (BT) or over other networks such as WiMax, broadcast networks such as DMB, DVB-H, ISDB-T or broadcasting over cellular networks using standards such as MBMS (Multicast Broadcast Multimedia Service), among others.

Typically, advertisements are delivered from the advertising management system 14 to the cellular infrastructure 18 and then from the cellular infrastructure 18 to the terminals 16A, 16B via elements such as a Value Added GateWay (VAS GW) 24, SMSC 20, Basestations 26, 28. The mobile terminals 16A, 16B can be cellular phones, Personal Digital Assistants (PDA), personal computers (PC), multimedia computers etc. The mobile marketing system 10 may include a billing system 30 which is normally used to invoice mobile customers for usage of communication services such as messaging, data connection, voice calls, video calls etc.

The pricing model for a mobile marketing system 10 in accordance with the invention depends on several factors. One factor is the total number of available inventory items, i.e., the total number of advertisements that can be delivered to the participating consumers (those consumers who have elected to receive advertisements in exchange for free or discounted telecommunications services) as well as possibly to other consumers who do not obtain any benefit from receiving the advertisements. The total number of available inventory items is determined by multiplying the total number of participating consumers (C) by the number of advertisements which can be sent to them (M) per defined advertising time period (dt) (M/dt). Multiplying this product by an allocated period of time to deliver the advertisements (t) results in the total number of advertisements TM that can be delivered in this allocated period of time. Thus:

${TM} = {C \times \frac{M}{dt} \times t}$

For example, for 10,000 consumers who have agreed to receive a maximum of 4 advertisements per day, then for a seven-day advertising period, the total number of advertisements available to the system to allocate to one or more advertisers for delivery to these consumers is 280,000.

As the set of consumers (C) is segmented according to set profiles (such as gender, age, zip code, interest, etc.), the target group size is N_(i), where i is the index corresponding to the profiled target group. A consumer may simultaneously be a member of a plurality of target groups, e.g., a female living in California, belongs at least to at least the following three groups: females (i=1); Californians (i=2); and females in California (i=3). As such, the total number of advertisements (maximum inventory per group) which can be sent to each profiled target group i is then:

${TM}_{i} = {N_{i} \times \frac{M}{dt} \times t}$

In practice, there may be multiple, different parameters which can be set as profile information resulting in a very large number of combinations of target profile groups. For example, if there is 10 on/off criteria for the consumers, there would actually be 2¹⁰ different possible combinations of these criteria. There are at least two methods to defining target profile groups, either define all possible groups TM_(i) where i=1 . . . 2¹⁰ or alternatively, form groups “on the fly” as the advertiser defines profiles.

The inventory level of available advertisements for the target profile groups decreases as advertisements are sent during an allocated advertising period and as advertising campaigns are reserved if there are consumers which belong to two or more target profile groups.

For example, assuming there are three groups, a first group defined i=1 corresponding to the selection of females, a second group defined i=2 corresponding on the selection of people living in California, and a third group defined i=3 corresponding to females living in California. Further assuming that, for example, 50% of the customers are females and 20% of all target customers are living in California. When an advertiser wants to send y₁ advertisements to the third group i=3, the available inventory of advertisements for that target profile group will be reduced:

TM ₃ =TM ₃ −y ₁

Since the first and second groups, i=1 and i=2, overlap with the third group, i=3, the allocation of advertisements for the third group, i=3, TM₃, inherently influences the inventory levels of the first and second groups, i=1 and i=2, as follows:

TM ₁ =TM ₁ −y ₁

TM ₂ =TM ₂ −Y ₁

thereby reducing the inventory level of available advertisements for all female customers (the first group) whether they live in California or not and reducing the inventory level of available advertisements for people living in California (the second group) whether they are female or male.

Now, if a subsequent advertiser wants to obtain an allocation of y₂ advertisements for the second group, i=2, the available inventory after the allocation is:

TM ₂ =TM ₂ −Y ₂

that is the total of available advertisements in the initial inventory less y₁+y₂ Since the group of people living in California (i=2) overlaps with the group of females living in California (i=3) and the group of females (i=1), the inventory levels of the first and third groups i=1 and i=3 are reduced as follows:

TM ₁ =TM ₁ −y ₂×0.5

TM ₃ =TM ₃ −y ₂×0.5

that is, the inventory level of available advertisements for the group of females (i=1) is reduced by the determined weight (50% in this case).

Furthermore, when another advertiser wants to send y₃ advertisements to the first group, i=1, i.e., the target profile group of females, the inventory levels of available advertisements for the three groups will be adjusted as follows:

TM ₁ =TM ₁ −y ₃

TM ₂ =TM ₂ −y ₃×0.2

TM ₃ =TM ₃ −y ₃×0.2

(the reduction in available advertisements for the second and third groups being related to the weight, i.e., the 20% of customers living in California).

After the allocations for these three advertisers, the initial inventory levels are thus reduced as follows:

-   the first group, i=1, by y₃+y₂×0.5+y₁ -   the second group, i=2, by y₃×0.2+y₂+y₁; and -   the third group, i=3, by y₃×0.2+y₂×0.5+y₁     The party operating the advertisement management system 14 (and in     some instances the communication network as well), i.e., the party     in the business of offering advertisement delivery services, creates     an interface to the advertisement management system 14 which can be     used to define at least the following: -   M number of messages which can be sent during a set period of time,     for example 1 day. -   dt the time period, such as one day -   t the advertising period, for example 90 days.

Other operational parameters to enable use of the advertising management system 14 via the interface can also be defined including, for example, the number of tiers which are used in the organization of the management system 14, the base price for sending an advertisement to a participating consumer, inventory levels for each tier which affect increases in the base price for sending an advertisement, and the increase in the base price or actual price for each tier.

Use of different tiers in the advertising management system 14, and the attendant allocation of available inventory of advertisements into the tiers, determines the price of the overall advertising campaign (when conducting an advertising campaign based on a set number of advertisements) and also determines the number of advertisements in the advertising campaign (when conducting a budget-based advertising campaign).

The number of tiers may be freely selected and in an example below, there are three tiers. However, there may be less than three tiers, such as two tiers, or more than three tiers, such as four tiers, five tiers, and up. The determination of how many tiers to provide in the advertising management system 14 depends on several factors, with more tiers resulting in a wider range of prices for the advertisements and more ranges of inventory levels.

Referring now to Table 1 (below), an example of the partitioning of available inventory of a total number of advertisements of a target profile group, TM_(i), is shown. The total number of advertisements that can be delivered to the target profile group is 100,000 and the number of tiers selected is three. The base price is selected to be $0.05 per advertisement and assigned to the lowest tier, tier 3. The price for tier 2 is selected to be $0.10 per advertisement, double the base price. The price for tier 3 is selected to be $0.20 per advertisement, four times the base price. The inventory fill level for tier 3 is selected to be 0-50% corresponding to a maximum number of available advertisements of 50,000 (50% of the total number of messages which is 100,000). The inventory fill level for tier 2 is selected to be 50-80% corresponding to a maximum number of available advertisements of 30,000 (30% of the total number of messages which is 100,000). The inventory fill level for tier 1 is selected to be 80-100% corresponding to a maximum number of available advertisements of 20,000 (20% of the total number of messages which is 100,000).

TABLE 1 Number of Inventory fill available Tier Price level % messages 1 $0.2/message 80%-100% 20 000 (4 × base price) 2 $0.1/message 50%-80%  30 000 (2 × base price) 3 $0.05/message 0%-50% 50 000 (base price)

The advertising management system 14 can automatically calculate for the system operator the potential revenue once the operational parameters are set. Thus, for the example of the advertising system having the operational parameters set forth in Table 1, the maximum potential revenue is $0.20×20,000+$0.10×30,000+$0.05×50,000=$9,500. Since the inventory fill level is a settable operational parameter, along with the base price and prices for each tier, the operator can freely select these parameters in order to manage supply and demand of the advertisement inventory, and maximize or optimize the potential revenue.

In one embodiment of the invention, it is envisioned that the operator of the advertisement management system 14 would define windows when tiers will be opened (available) for allocating the advertisements, i.e., for example, a block of available advertisements can be made available for a 90 day period every 90 days. As each period begins, the advertisers can start making requests for the available advertisements in the inventory. In this manner, there is advantage for advertisers who are the first to reserve use or obtain an allocation of available advertisements in contrast to advertisers who reserve use or obtain an allocation of available advertisements later as the supply-demand pricing generated with the innovative system will cause an increase in the price.

As mentioned above, there is an interface for an advertiser to access the advertisement management system 14 and build an advertising campaign by themselves without requiring involvement with the operator of the advertising management system 14. FIG. 2 shows an exemplifying interface for an advertiser designated “SoftDrink1 Ltd”.

Initially, to access the advertising management system 14, the advertiser is preferably required to register and then log in via the secured web interface. The interface provides variable fields designed to be modified by the advertiser in accordance with whatever parameters they want for their advertising campaign.

Although the organization of the interface is exemplary only and not intended to limit the invention, four variable fields are shown as tabs, i.e., Campaign, Profile, Pricing and Schedule, all under the heading Campaign management and an indication of the logged-in status of the advertiser. Using the “Campaign” tab, actual campaign content can be provided to the advertising management system, i.e., uploaded via an internet connection. The example here is a text-based campaign slogan: “SoftDrink1 is good.” As such, the campaign slogan can be delivered to participating consumers for example via SMS or MMS. Although not shown, the delivery techniques available to deliver advertisements entered in the campaign field are also parameters selectable by the advertiser using the interface.

Using the “Profile” tab, an advertiser is able select one or more target profile groups of preferred recipients of the advertisements. The actual, available profile groups can be predetermined by the operator of the advertising management system 14. Profile groups can be defined according to, for example but not limited to, age, gender, location including state or city, interests, etc. and combinations thereof, so that, for example, an advertiser can select as the recipients of their advertisements only females between the ages of 18 and 21. To enable profiling of the participating consumers, the consumers should preferably be required to provide data about themselves to enable formation of different profile groups.

An advertiser is not required to select one or more of the target profile groups, in which case, the advertisements will be directed to all participating consumers.

Once an advertiser selects its target profile group, the appropriate portion of the total number of participating consumers designated to potentially receive that advertiser's advertisements will be calculated along with the total number of advertisements that can be delivered to these consumers. For example, a target profile group selected by an advertiser may be calculated to contain 25,000 consumers each of whom has agreed to accept 4 advertisements per day so that a daily maximum inventory is 100,000 advertisements. Both the entire target size TM and the segmented target size, or the number of consumers having the selected target profile, TM_(i), can be displayed when determining the target profile.

The “Schedule” tab of the interface can be used to select when the advertisements entered using the “Campaign” tab are to be delivered to selected target profile group(s), determined using the “Profile” tab. Selectable parameters for the schedule include a start date on which the advertisements will begin to be delivered to consumers in the target group, an end date by which all of the advertisements will already have been sent to the consumers in the target group, preferred days of the week to send the advertisements, and preferred time or times of the day to send the advertisements. Both the entire available target size, TM, and the segmented available target size, TM_(i), can be displayed when determining the scheduling parameters.

The “Pricing” tab of the interface enables an advertiser to create an advertising campaign based either on the total number of advertisements to be sent to the target profile group or based upon the total cost of the advertising campaign. Both variations utilize the innovative tier-based pricing and advertisement-allocation structure described herein.

The “Pricing” tab shows the different tiers and prices for available advertisements in each tier. These prices can and often do vary as a function of the target profile group so that a highly popular target profile group has higher prices than a less popular target profile group.

An example is described below wherein three advertisers use the advertising management system 14 for advertising campaigns based on the delivery of desired numbers of advertisements.

As shown in FIG. 2, a first advertiser enters a number of the advertisements to be delivered in a given period of time, in this case 40,000, in an area or field designated for the size of the campaign. The price for delivery of these 40,000 advertisements depends on the number of available advertisements in the inventory, i.e., in each tier of the inventory. Since this advertiser is the first to schedule delivery of advertisements using the advertising management system 14, all 40,000 advertisements can be allocated to tier 3, the tier with the lowest price, since the desired number of advertisements (40,000) is less than the number of available advertisements in tier 3 (50,000). Tier 3 will still contain 10,000 available advertisements after the first advertiser is allocated its 40,000 desired advertisements. Since the price for each advertisement in tier 3 is $0.05, the cost of SoftDrink1 Ltd.'s advertising campaign is 40,000×$0.05=$2000.

The second advertiser, SoftDrink2 Ltd., and the third advertiser, Softdrink3 Ltd., are also desirous to advertise to the same target profile group as the first advertiser. FIG. 3 shows the reservation flow diagrams for all three advertisers. The first column showing the reservation flow diagrams for the first advertiser Softdrink1 Ltd., which are basically the same as those shown in FIG. 2, but are repeated for easy reference for the explanation of the flow diagrams for the second and third advertisers, Softdrink2, Ltd. and Softdrink3, Ltd., in the second and third columns, respectively

Once SoftDrink1 Ltd. has reserved 40,000 advertisements of the initially available total inventory of 100,000, the remaining inventory for the target profile group includes only 60,000 possible advertisements. This is indicated to the next advertiser who accesses the advertising management system 14 and selects the same target profile group, i.e., Softdrink2, Ltd. (see the schedule diagram at the bottom of the second column in FIG. 3 wherein the available segmented size is shown as being 60K).

As noted above, the operator of the advertising management system has allocated only 50,000 advertisements to tier 3 and since the first advertiser has been allocated 40,000 advertisements, only 10,000 advertisements remain in tier 3 for allocation to other advertisers. The second advertiser, Softdrink2 Ltd., wants 30,000 advertisements (entered into the field “Size of campaign” under the “Pricing” tab) and therefore can be allocated 10,000 from tier 3 and the 20,000 from tier 2, since the total number of available advertisements in tier 2 is 30,000. Since the price for each advertisement in tier 3 is $0.05 and the price for each advertisement in tier 2 is $0.10, the cost of SoftDrink2 Ltd.'s advertising campaign is 10,000×$0.05+20,000×$0.10=$2,500.

Once SoftDrink1 Ltd. and Softdrink2 Ltd. have reserved 70,000 advertisements of the initially available total inventory of 100,000, the remaining inventory for the target profile group includes only 30,000 possible advertisements. This is indicated to the next advertiser to access the advertising management system 14 and select the same target profile group, i.e., Softdrink3, Ltd. (see the schedule diagram at the bottom of the third column in FIG. 3 wherein the available segmented size is shown as being 30K).

As noted above, the operator of the advertising management system has allocated 30,000 advertisements to tier 2 and since the second advertiser has already been allocated 20,000 advertisements from tier 2, only 10,000 advertisements remain in tier 2 for future allocation. The third advertiser, Softdrink3 Ltd., has requested 15,000 advertisements and therefore can be allocated 10,000 from tier 2 and the remaining 5,000 from tier 1. Since the price for each advertisement in tier 2 is $0.10 and the price for each advertisement in tier 1 is $0.20, the cost of SoftDrink3 Ltd.'s advertising campaign is 10,000×$0.10+5,000×$0.20=$2,000.

After all of these advertisers have entered their information relating to their advertising campaigns, tier 1 will still contain 15,000 available advertisements for allocation to other advertisers. It should be noted that some operational parameters of the advertising management system 14 do not have to be displayed to the advertisers. For example, it might not be desirous to display the composition of the inventory fill levels and number of available messages to the advertisers.

The interface of the advertising management system 14 also enables advertisers to create advertising campaigns based on a budget, in contrast to determining the number of advertisements as in the example explained above with reference to FIGS. 2 and 3. Aside from a difference in the pricing portion of the interface, the other portions of the interface, i.e., Campaign, Profile and Schedule, are used in the same manner as for numeric-based advertising campaigns. The difference is that instead of an indication of a field to allow for entry of the size of the campaign, the field allows for entry of the budget of the campaign.

FIG. 4 shows an example of the pricing portions of the interface for budget-based advertising campaigns using the advertising management system in accordance with the invention. Each advertiser has a budget of $3,000 for its campaign and the sequence of using the interface is the same as in the above example, i.e., first Softdrink1, Ltd., then Softdrink2, Ltd. and then Softdrink3, Ltd.

The first advertiser, Softdrink1, Ltd., enters the budgeted amount of $3,000 for its campaign and the interface automatically allocates the number of advertisements in each tier it can receive for that budget. Filling of the tiers begins from the lowest priced tier, in this case, tier 3, and proceeds upward to tier 1. For its budgeted amount of $3,000, the first advertiser is able to receive an allocation of 50,000 advertisements from tier 3, the entire tier 3 allocation, and an allocation of 5,000 advertisements from tier 2 (for a total of 55,000 advertisements). For its budgeted amount of $3,000, the second advertiser is able to receive an allocation of 25,000 advertisements from tier 2, the remaining allocation of advertisements in tier 2, and an allocation of 1,000 advertisements from tier 1 (for a total of 26,000 advertisements). For its budgeted amount of $3,000, the third advertiser is able to receive an allocation of 15,000 advertisements from tier 1. Tier 1 will still contain 5,000 available advertisements for allocation to other, later-reserving advertisers.

The interface described above is highly user-friendly since each advertiser can, at their own initiative, adjust the size of their campaign to obtain an acceptable cost, when a numeric-based advertising campaign is being created, or alternatively, can adjust the price of their campaign to obtain an acceptable number of advertisements, when a budget-based campaign is being created. The advertising system can automatically calculate the total price for different numbers of advertisements when creating a numeric-based advertising campaign and can also automatically calculate the number of advertisements that can be obtained for a fixed price when creating a budget-based advertising campaign. This allows the advertisers to independently, without assistance from the operator of the advertising management system 14, optimize their advertising campaigns.

Moreover, since pricing can be a factor of the selected target profile, the manner in which the advertisements are being delivered to the consumers and/or the schedule, the advertisers can freely change any of the target profile, delivery methods and schedule to obtain an optimum or acceptable advertising campaign, all using the computer interface. Assistance by the operator of the advertising management system 14 should not be required, or only minimal.

The foregoing invention therefore provides a new and improved mobile marketing arrangement and method wherein advertisers are able to direct their advertisements to consumers in one or more specific target profile groups, thereby performing segmentation, at fixed prices for delivery of such advertisements, i.e., without requiring a higher price for the selection of specific target profile groups. Thus, some embodiments of the mobile marketing arrangement and method have independent pricing for advertising to each of a plurality of different target profile groups. The pricing of each target profile group is performed according to supply and demand irrespective of the pricing for any other target profile group.

Having described exemplary embodiments of the invention with reference to the accompanying drawings, it will be appreciated that the present invention is not limited to those embodiments, and that various changes and modifications can be effected therein by one of ordinary skill in the art without departing from the scope or spirit of the invention as defined by the appended claims. 

1. A method for delivering advertisements, comprising: defining a plurality of tiers of available advertisements, each tier containing a number of advertisements; setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; and allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 2. The method of claim 1, further comprising: partitioning recipients of the advertisements into a plurality of target profile groups; defining a set of a plurality of tiers for each of the target profile groups; and setting the prices for the allocation of advertisements in the tiers for each target profile group independent of one another.
 3. The method of claim 2, wherein the setting of prices is performed according to supply and demand of advertisements for each target profile group.
 4. The method of claim 1, further comprising determining the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each recipient in a given period of time, a total number of recipients and a predetermined time period.
 5. The method of claim 1, further comprising assigning a percentage of advertisement inventory to each tier, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 6. The method of claim 1, wherein the allocation of advertisements to advertisers is enabled via an interface available to the advertisers.
 7. The method of claim 6, further comprising: forming the interface to enable each advertiser to at least one of: enter an advertisement to be delivered to recipients; select a target profile group of recipients to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a budget or on delivery of a set number of advertisements.
 8. The method of claim 7, wherein when an advertiser elects to perform an advertising campaign based on delivery of a set number of advertisements, further comprising: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then providing the cost of the advertisements to the advertiser.
 9. The method of claim 7, wherein when an advertiser elects to perform an advertising campaign based on a budget, further comprising: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then providing the number of allocated advertisements to the advertiser.
 10. The method of claim 1, wherein the number of tiers is 2, 3, 4 or
 5. 11. The method of claim 1, wherein the method enables advertisers to create advertising campaigns for delivery of advertisements to consumers' telecommunications devices.
 12. A method for delivering advertisements to consumers, comprising: determining a total number of available advertisements for a set period of time that can be delivered to the consumers' telecommunications devices; defining a plurality of tiers of available advertisements, each tier containing a portion of the total number of advertisements; setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; enabling advertisers to obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers; and managing the reception of advertisements from the advertisers and the delivery of the received advertisements to the consumers in accordance with the allocations of the advertisers.
 13. The method of claim 12, further comprising: partitioning the consumers into a plurality of target profile groups; defining a set of a plurality of tiers for each of the target profile groups; and setting the prices for the allocation of advertisements in the tiers for each target profile group independent of one another.
 14. The method of claim 13, wherein the setting of prices is performed according to supply and demand of advertisements for each target profile group.
 15. The method of claim 12, wherein the total number of available advertisements is determined in consideration of the number of advertisements permitted to be delivered to each consumer in a given period of time, the total number of consumers and a predetermined time period.
 16. The method of claim 12, further comprising assigning a percentage of advertisement inventory to each tier, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 17. The method of claim 12, wherein the allocation of advertisements to advertisers is enabled via an interface available to the advertisers.
 18. The method of claim 17, further comprising: forming the interface to enable each advertiser to at least one of: enter an advertisement to be delivered to the consumers; select a target profile group of consumers to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a budget or on delivery of a set number of advertisements.
 19. The method of claim 18, wherein when an advertiser elects to perform an advertising campaign based on delivery of a set number of advertisements, further comprising: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then providing the cost of the advertisements to the advertiser.
 20. The method of claim 18, wherein when an advertiser elects to perform an advertising campaign based on a budget, further comprising: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then providing the number of allocated advertisements to the advertiser.
 21. The method of claim 12, wherein the number of tiers is 2, 3, 4 or
 5. 22. The method of claim 12, further comprising delivering the advertisements to the consumers' telecommunications devices.
 23. A system for enabling advertisers to create advertising campaigns, comprising: an advertising management system having a defined plurality of tiers of available advertisements, each containing a number of advertisements, and a set price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; and an interface to said advertising management system accessible by advertisers to enable the advertisers to input advertisements to said advertising management system and obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 24. The system of claim 23, further comprising infrastructure coupled to said advertising management system to enable delivery of advertisements from the advertisers entered via said interface in accordance with the allocation of such advertisements to consumers' telecommunications devices.
 25. The system of claim 23, wherein the consumers are partitioned into a plurality of target profile groups and a set of a plurality of tiers is defined for each of the target profile groups, the set prices for the allocation of advertisements in the tiers for each target profile group being independent of one another.
 26. The system of claim 25, wherein the setting of prices is performed according to supply and demand of advertisements for each target profile group.
 27. The system of claim 24, wherein said advertising management system is arranged to determine the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each consumer in a given period of time, the total number of consumers and a predetermined time period for the advertising campaign.
 28. The system of claim 24, wherein a percentage of advertisement inventory is assigned to each tier by an operator of said advertising management system, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 29. The system of claim 24, wherein said interface is formed to enable each advertiser to at least one of: select a target profile group of consumers to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a budget or on delivery of a desired number of advertisements.
 30. The system of claim 29, wherein when an advertiser elects to perform an advertising campaign based on delivery of a desired number of advertisements, said advertising management system is arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then provide the cost of the advertisements to the advertiser via said interface.
 31. The system of claim 29, wherein when an advertiser elects to perform an advertising campaign based on a budget, said advertising management system is arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then provide the number of allocated advertisements to the advertiser via said interface.
 32. The system of claim 24, wherein the number of tiers is 2, 3, 4 or
 5. 33. A user interface for an advertising management system which enables advertisers to create advertising campaigns, comprising: means for enabling the advertisers to input advertisements; means for enabling the advertisers to select a target profile group of consumers to receive advertisements; means for enabling the advertisers to select one or more parameters relating to the time of delivery of advertisements; and means for enabling the advertisers to create an advertising campaign based on a total amount of money or on delivery of a desired number of advertisements.
 34. The interface of claim 33, wherein the means for enabling the advertisers to create an advertising campaign comprises means for displaying a plurality of tiers and a price for advertisements in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier, and means for automatically obtaining an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 35. The interface of claim 34, wherein the consumers are partitioned into a plurality of target profile groups and a set of a plurality of tiers is defined for each of the target profile groups, the prices for the allocation of advertisements in the tiers for each target profile group being independent of one another.
 36. The interface of claim 33, wherein the means for enabling the advertisers to create an advertising campaign based on delivery of a desired number of advertisements comprises a field for entry of the desired number of advertisements, further comprising means for displaying cost of the advertisements to the advertiser.
 37. The interface of claim 33, wherein the means for enabling the advertisers to create an advertising campaign based on a total amount of money comprises a field for entry of the total amount of money, further comprising means for displaying the number of allocated advertisements to the advertiser.
 38. A system for delivering advertisements, comprising: means for defining a plurality of tiers of available advertisements, each tier containing a number of advertisements; means for setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; and means for allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 39. The system of claim 38, wherein recipients of the advertisements are partitioned into a plurality of target profile groups, further comprising: means for defining a set of a plurality of tiers for each of the target profile groups; and means for setting the prices for the allocation of advertisements in the tiers for each target profile group independent of one another.
 40. The system of claim 38, further comprising means for determining the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each recipient in a given period of time, a total number of recipients and a predetermined time period.
 41. The system of claim 38, further comprising means for assigning a percentage of advertisement inventory to each tier, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 42. The system of claim 38, further comprising an interface enabling the advertisers to obtain allocations of advertisements to advertisers.
 43. The system of claim 42, wherein the interface enables each advertiser to at least one of: enter an advertisement to be delivered to recipients; select a target profile group of recipients to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a total amount of money or on delivery of a set number of advertisements.
 44. The system of claim 43, wherein when an advertiser elects to perform an advertising campaign based on delivery of a set number of advertisements, further comprising: means for allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then means for providing the cost of the advertisements to the advertiser.
 45. The system of claim 43, wherein when an advertiser elects to perform an advertising campaign based on a total amount of money, further comprising: means for allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then means for providing the number of allocated advertisements to the advertiser.
 46. A computer readable media for organizing delivery of advertisements and which is capable of: defining a plurality of tiers of available advertisements, each tier containing a number of advertisements; setting a price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; and allocating advertisements to advertisers based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 47. The computer readable media of claim 46, which is further capable of: partitioning recipients of the advertisements into a plurality of target profile groups; defining a set of a plurality of tiers for each of the target profile groups; and setting the prices for the allocation of advertisements in the tiers for each target profile group independent of one another.
 48. The computer readable media of claim 46, which is further capable of: determining the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each recipient in a given period of time, a total number of recipients and a predetermined time period; and assigning a percentage of advertisement inventory to each tier, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 49. The computer readable media of claim 46, which is further capable of: generating an interface which enables each advertiser to at least one of: enter an advertisement to be delivered to recipients; select a target profile group of recipients to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a total amount of money or on delivery of a set number of advertisements.
 50. The computer readable media of claim 49, which, when an advertiser elects to perform an advertising campaign based on delivery of a set number of advertisements, is further capable of: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then providing the cost of the advertisements to the advertiser.
 51. The computer readable media of claim 49, which, when an advertiser elects to perform an advertising campaign based on a total amount of money, is further capable of: allocating to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then providing the number of allocated advertisements to the advertiser.
 52. A system for enabling advertisers to create advertising campaigns, comprising: advertising management means for managing a plurality of advertising campaigns, said advertising management means including a defined plurality of tiers of available advertisements, each containing a number of advertisements, and a set price for allocation of an advertisement in each tier wherein a lowest tier has the lowest price and the price increases to a maximum at a highest tier; and interface means for enabling advertisers to access said advertising management means and input advertisements to said advertising management means and obtain an allocation of advertisements based on availability starting from a lowest tier with unallocated advertisements and progressing to higher tiers.
 53. The system of claim 52, further comprising infrastructure means coupled to said advertising management means to enable delivery of advertisements from the advertisers entered via said interface means in accordance with the allocation of such advertisements to consumers' telecommunications devices.
 54. The system of claim 52, wherein the consumers are partitioned into a plurality of target profile groups and a set of a plurality of tiers is defined for each of the target profile groups, the set prices for the allocation of advertisements in the tiers for each target profile group being independent of one another.
 55. The system of claim 52, wherein said advertising management means is arranged to determine the total number of available advertisements in consideration of the number of advertisements permitted to be delivered to each consumer in a given period of time, the total number of consumers and a predetermined time period for the advertising campaign.
 56. The system of claim 52, wherein a percentage of advertisement inventory is assigned to each tier by an operator of said advertising management means, the number of advertisements in each tier being determined by multiplying the percentage by the total amount of available advertisements.
 57. The system of claim 52, wherein said interface means are formed to enable each advertiser to at least one of: select a target profile group of consumers to receive advertisements; select one or more parameters relating to the time of delivery of advertisements; and perform either an advertising campaign based on a budget or on delivery of a desired number of advertisements.
 58. The system of claim 57, wherein when an advertiser elects to perform an advertising campaign based on delivery of a desired number of advertisements, said advertising management means are arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements, and then provide the cost of the advertisements to the advertiser via said interface.
 59. The system of claim 57, wherein when an advertiser elects to perform an advertising campaign based on a budget, said advertising management means is arranged to allocate to each advertiser, available advertisements from a lowest one of the tiers having unallocated advertisements until the cost of the advertisements equals the budget, and then provide the number of allocated advertisements to the advertiser via said interface.
 60. A database for use in an advertising delivery system, comprising: advertisements obtained from advertisers; scheduling information relating to when the advertisers want their advertisements delivered; profile information relating to target profile groups to whom the advertisers want their advertisements delivered; and pricing information relating to prices paid for delivering of advertisements.
 61. The database of claim 60, further comprising delivery information relating to the manner in which the advertisements are to be delivered. 